Abstract

The case “‘Meesho’ – An Indian Social Commerce Platform Attains Unicorn Status” is about Meesho, an Indian social commerce platform. The start-up attained unicorn status within six years of its being launched. The case dwells upon the growth of social commerce using social media. Meesho’s social media e-commerce enabled small entrepreneurs to resell products that were featured on the website or on the Meesho app. The case also discusses the work-flow process of Meesho for the suppliers as well as the resellers. The case ends with resellers’ accolades for and analyst comments on the start-up and Meesho’s future plans. It remains to be seen whether Meesho will be able to achieve its social objective of empowering the masses and compete with the e-commerce giants.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the four-stage growth model of entrepreneurship
• Understand the importance of a business model in entrepreneurship
• Evaluate the concept of social commerce in Digital Marketing

Keywords

Meesho; social commerce; digital marketing; unicorn; social media; ecommerce; resellers; women entrepreneurs; business models